social media, advocacy, and crisis comms (cipr 6/12/10)
DESCRIPTION
Presentation given by Chris Reed to the CIPR's Social Media conference (5/12/2010), focusing on advocacy in social media, particularly with regard to crisis comms. Featuring some Fishburn Hedges and Brew clients including Shell, BT, EurostarTRANSCRIPT
[email protected]@chris_reed
Advocates?
The power of the people – why what they say counts
Cultivating brand advocates to support you through the good and bad
A look at brand advocates in action
What I’m going to cover…
How everything has changed And how everything remains the same The importance of advocates in both
publicity generation and reputation management
A few real life examples
Everything’s changed? Or not?
Public relations is the discipline which looks after your reputation, with the aim of earning understanding and support and influencing opinion and behaviour.
It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics
A quick canter through …
…the history of comms
1981/2. ZX Spectrum V BBC MicroChannel 4 launchedMass media started a decline
Relationships between PRs and journalists (previously our clients’ biggest advocates) have changed
73%
59%53%
49% 48% 46% 45% 45%
33%29% 29%
19%12%
Europe
Source: Nielsen Global Trust In Advertising Survey / Base: Europe, which includes: Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Slovak, Spain, Sweden, Switzerland, UK Nov 08
Has who consumers trust changed?
But have they really changed?
66% of the economy is influenced by personal recommendations - McKinsey& Company
20% of consumers are key influencers of purchasing activities of 74% of the pop - Gartner
Consumers mention 56 brands in conversation per week - Keller Fay
Each peer recommendation reaches 150 people on the social web – Forrester
40% of advocates answer, comment, or give opinions online several times each week - Yahoo! and Comscore
If I tell my Facebook friends about your brand, it's not because I like your brand, but rather because I like my friends
Mike Arauz
PR = social media marketing?
1. Enable others to advocate for your business by creating compelling content, designed to share
2. Monitor, defend and enhance your reputation online: for people and for spiders
3. Build relationships especially when you don’t need them
Your audience is now your channel
1. Create content which makes people feel like laughing out loud, feel loved, feel clever, feel inspired, and feel like passing on
2. Solve people’s problems. Proudly
3. Be in it for the long term, not for a quick win
Enabling advocacy through content
You can’t buy advocacy.You can only earn it.
Enabling advocacy through content
But it’s helped by transparency, passion, a service mentality and helpfulness
We’re now in an era of nodes, net promoter score and propagation planning
So what’s the value of an advocate
$3.60Vitrue, April 2010
So what’s the value of an advocate
$136.38Syncapse, June 2010
Reputation-enhancing
Monitor and defend your reputation online: for people and for spiders Customer service is now totally transparent Your genuine fans will stick up for you 2011 will see Google and Bing going big on
‘social’ search, as well as ‘Live’. Google’s algorithm now demotes brands
with critical forum comments
Transparency leads to advocacy
Advocacy in crisis comms
TV LICENSING EGSIn 2008, the community of fans for US TV Series, Jericho, badgered CBS to recommission the programme by delivering 20 tonnes of nuts to their offices. They did.
In 2010, the community of fans for a TV advertisement in the UK decided how a relationship would pan out
The Great Schlep mobilised young Jews to persuade their retired family in Florida to vote for Obama
Build relationships
Relationships featuring PRs and stakeholders have always been reciprocal
Relationships between advertisers and media owners have always been transactional
Build relationships
People like people who like what they like
Experiences make great talking points
Build relationships
Listen with passionEngage with understandingCreate great experiencesHelp by solving problems
Your audience is now your channel
1. Create content which makes people feel like laughing out loud, feel loved, feel clever, feel inspired, and feel like passing on
2. Solve people’s problems. Proudly
3. Be in it for the long term, not for a quick win
Define the specificsSales increase? Reputation improvement? Customer service?
Measure the outputssocial mentions, links, views, engagement, followers and friends
Evaluate the outcomes and impacts against budgetCPA, tracker research, behaviour change, sales increase
[email protected]@chris_reed